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The advancement of information technology has shifted marketing strategies from conventional to digital platforms, with TikTok emerging as a key driver of modern consumer behavior, including impulse buying. This phenomenon is evident in the local perfume industry, such as SAFF & Co, which has successfully captured a significant market share through strong content strategies. This study aims to analyze thej nfluence of Content Marketing, Price Discount, and Online Customer Review on Impulse Buying of SAFF & Co perfume via the TikTok application in Surabaya. A quantitative associative approach was employed, using an online questionnaire distributed to 100 TikTok users who have purchased the product. The data were analyzed using multiple linear regression. The results indicate that Content Marketing and Price Discount have a positive and significant effect on Impulse Buying, while Online Customer Review does not show a significant partial effect. However, simultaneously, all three variables positively and significantly influence Impulse Buying. These findings imply that businesses can stimulate consumer impulse purchases through effective content and discount strategies, while the role of customer reviews still requires optimization to strengthen their psychological impact on consumer purchasing decisions in social media environments.

This study aims to analyze the implementation of entrepreneurship education management in achieving independent students at MAN 2 Langkat. The research uses a qualitative method with a descriptive approach, employing data collection techniques of observation, interviews, and documentation. The findings show that the planning of entrepreneurship education at MAN 2 Langkat is designed with the aim of equipping students with practical skills and independence. This entrepreneurship program includes various practical activities such as Market Day and bazaar exhibitions, providing students with the opportunity to plan and manage their own businesses. The implementation of the program has proven effective in developing students' entrepreneurship skills, such as business planning, capital management, and product marketing. Evaluation of the entrepreneurship program shows positive impacts, with assessments focused not only on the final results but also on the processes students undergo, including initiative, responsibility, and teamwork. However, several aspects still require improvement, such as financial management and enhancing cooperation among students. Overall, this entrepreneurship program has successfully created independent students, ready to face the challenges of the business world.

The purpose of this study is to investigate how urgent it is for higher education institutions to adopt conflict management practices. Conflicts in the workplace are often caused by different perceptions, so it is very important to manage them effectively. In this study, participants from higher education organizations at a private university in Yogyakarta participated in interviews using descriptive qualitative methodology. The findings of the study indicate that conflict management can be beneficial for business in addition to being important for preventing losses. Effective problem solving is a sign of successful conflict management, where the ability of individuals to communicate effectively under the direction of a capable leader is essential to achieving common goals. Awareness of problems and conflict resolution skills can improve outcomes and strengthen companies in the face of adversity. This study confirms that the implementation of effective conflict management is essential for the development of higher education organizations.

Islamic boarding schools, as traditional Islamic educational institutions, have an important role in forming the character, morals and faith of the younger generation in Indonesia. In facing the demands of increasingly modern times, marketing management has become an integral part of the sustainability and development of Islamic boarding schools. This article discusses the importance of marketing management in the context of Islamic boarding schools, as well as the changes and challenges faced in finding a balance between tradition and modernity. Islamic boarding school marketing management involves identifying the target audience, developing an image and brand, utilizing technology, and measuring and evaluating results. Islamic boarding schools must understand who their potential students are, build a positive image, utilize technology, and measure the effectiveness of marketing efforts. The main challenge is to maintain traditional values ​​while opening up to elements of modernity. This can be achieved with technology integration, a unified approach, and partnerships with the business world. Proper marketing management allows Islamic boarding schools to remain relevant in educating the younger generation who are religiously and morally strong while remaining competitive in an increasingly modern world.Thus, marketing management in Islamic boarding schools is key to maintaining and enhancing their role in society, helping them move from tradition to modernity with success.